The business and culture of our digital lives, from the L.A. Times

Pottermore launches competition to select beta users

Pottermore, a Harry Potter website, has begun a competition to choose its first million users, who will receive early access ahead of other fans of the book and movie franchise.

Harry Potter fans will have one opportunity each day for the rest of the week to complete the Magical Quill Challenge and gain early access to Pottermore, a website where fans can relive the Harry Potter stories.

Each day the website will feature a new clue from any of the Harry Potter books that, if answered correctly, will direct users to a partner website where he or she must find the Magical Quill. Once found, the user will be able to register for Pottermore, but they must complete the process fast as only a certain number of early access accounts will be available each day. Monday's quota, for example, has already been filled. The competition began Sunday and ends Saturday.

"The Magical Quill has been devised to select a lucky million people who will get in early to the website. It tells you whether you are 'magical' or not," a press release said.

Pottermore was announced by Potter creator J.K. Rowling last month, who described it as a "unique online reading experience," and it is the first big thing to happen to Harry Potter since the completion of the seven books in 2008 and the final film in the franchise earlier this month. The website will be the first to sell eBook versions of the Harry Potter books.

The full launch of Pottermore will happen in October while the people who succeed in the challenge will gain their beta access anytime between mid-August and the end of September, according to the press release.

The Pottermore beta is complete, but the press release for the competition said the website will use its beta period to test, refine and add any final touches.